Bravissimo Group, based in Warwickshire, operates through both high street retail outlets and a strong e-commerce platform. The acquisition will allow Wacoal Europe to enhance its product offerings and increase market penetration by combining its design, manufacturing, and distribution expertise with Bravissimo's established retail and fitting services.

Wacoal Europe aims to capitalise on the growing demand for larger-cup lingerie and swimwear, which has seen a higher growth rate than the average market. This deal is expected to drive growth in Wacoal's European business, improve efficiency, and expand the availability of fitting services, both online and in-store, for its target market, the companies said in a joint statement.

Masaaki Yajima, representative director, president and CEO (Group CEO) Wacoal Holdings Corp, said: “We are very pleased to welcome Bravissimo Group, one of the UK's leading innerwear specialists, providing high quality products and services through its directly managed stores and its own website, as a member of our group. Wacoal Europe has so far focused on the wholesale business, and by working with Bravissimo Group, the company will expand its directly managed stores that have direct contact with consumers, enabling Wacoal Europe to operate online and offline cross-selling on its e-commerce site and in its physical stores. Going forward, the Bravissimo Group's strengths, such as its network of directly managed stores, solid customer base, and marketing know?how, will be combined with Wacoal Europe's operational capabilities to enhance the medium? to long?term business effects.”

Wacoal Europe Limited CEO Geoff Embley said, “Wacoal’s mission is to contribute to society by helping women express their beauty. We have been presented with a unique opportunity to join forces with a business that shares our core values and unwavering commitment to delivering perfectly fitting lingerie and swimwear. Since the early 1990s, our businesses have evolved side by side, driven by a shared passion for quality and customer satisfaction. This partnership strengthens our collective vision, creating a powerful platform to expand on our mutual mission.”

Bravissimo Group Limited CEO, Leanne Cahill, said: “I am excited to be leading Bravissimo as it becomes part of the Wacoal group. I will be working closely with the team at Wacoal to maximise the growth opportunities that our partnership will bring, whilst maintaining Bravissimo’s heritage and the unique experience we offer our customers.”

By integrating Bravissimo Group's expertise in customer service with its own capabilities, Wacoal Europe plans to accelerate business development across Europe and increase its focus on the fast-expanding e-commerce sector.

Fibre2Fashion News Desk (KD)